3G makes fixed-to-mobile substitution strategy less obvious

May 24, 2004

The 3G Portal has produced a resource page on the topic of fixed-to-mobile substitution (FMS) featuring their own take on the issue, together with links to related articles and a number of white papers on the same subject.

They observe that as FMS is a reality, the fixed line industry is being provoked into re-examining its competitive strategy. Not least by the mobile operators that have 3G wireless services in their portfolio. Also Fixed telecom operators need to beware of 3G operators stealing, not so much their subscribers but their conversations that would have been conducted from the home or office wired handset. Observing 3's pricing strategy you almost hear a distant echo of British Telecom's old advertising slogan "it's good to talk", a classic marketing campaign in how to grow voice minutes. 3's take is now "that it's good to talk, very cheaply with us!"

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